When we imagine Christmas and a winter wonderland, we imagine places that look just like Rovaniemi, so it’s no surprise that the Finnish city has become the ultimate Christmas destination.
Rovaniemi, with its Santa Claus Village theme park and its unique winter activities, attracts hundreds of thousands of visitors every year who want to experience the magic of the holidays. Tourism is a key driver of development for the region, strengthening local businesses and the municipality’s economy. Especially during the Christmas period, the number of visitors increases impressively, creating a lively and multicultural scene in the city.
Rovaniemi vs overtourism
However, like other cities worldwide, there are those who resent seeing many of Rovaniemi’s residences being converted into tourist accommodations.
The number of visitors at Christmas is ten times the number of residents, while Santa Claus Village attracts 600,000 visitors every year. During the holidays, Rovaniemi experiences overtourism in full festive force.
Winter activities in Finland
Post-pandemic, and in part due to the change in our worldview after the global health crisis, Rovaniemi is seeing record numbers of visitors. In 2023, overnight stays reached 1.2 million, an increase of almost 30% from the previous year.
Of course, tourism in the Nordic countries is not limited to the Christmas season anymore. Visit Rovaniemi CEO Sanna Karkkainen confirms that the Scandinavian countries are a tourism trend, as travelers seek to travel to countries with colder climates to enjoy the snow, see the Northern Lights and, of course, Santa Claus. The increase in demand is also reflected in the fact that 13 new air connections to Rovaniemi were opened this year from Geneva, Berlin, Bordeaux and other European airports, and most visitors to the region come from France, Germany and the UK, with new emerging markets appearing on the horizon.
At the same time, changes in the use of some residential properties for tourist short-term rentals have sparked discussions about how to best manage demand. Balancing the needs of residents and visitors is a priority for the local community. In fact, given that Finnish law prohibits the provision of professional accommodation services in buildings intended for residential use, activists are calling on the authorities to act to enforce the rules more strictly.
Rovaniemi remains a destination full of charm and potential, proving that tourism development can be an opportunity for everyone, so long as there is proper management and mutual respect.
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